Laura   Ramos

Laura Ramos

Vice President, Principal Analyst Serving B2B Marketing Professionals

Laura Ramos serves B2B Marketing Professionals. She is a leading expert in business-to-business marketing with hands-on senior management experience in corporate, industry, and product marketing; demand management; and social media. She helps Forrester's B2B Marketing clients plan, build, and deliver marketing programs that combine traditional and digital approaches that lead with business issues, create thought leadership, and fuel their company's topline growth. Her research addresses the skills, technology, process, and customer experience concerns that top B2B marketers need to understand and integrate into programs that address the ongoing evolution in buyer behavior, markets, channels, and competition.

Laura previously worked at Forrester from 2001 to 2010, where she pioneered its B2B Marketing practice, wrote leading research, and advised clients on integrated B2B marketing, demand generation, lead management automation, social media best practices, digital marketing strategy, and customer engagement.

Previous Work Experience

Laura has worked as a marketing practitioner and expert for more than 20 years — primarily in B2B roles at high-technology companies. Before rejoining Forrester in 2013, she was responsible for industry marketing inside the Corporate Marketing function at Xerox, where she enhanced brand visibility and reputation in key industries, beginning with healthcare and financial services. She joined Xerox in 2010 to run industry marketing for the firm's services business as part of the US field marketing organization, where she and her team drove demand in the managed print services market for education, financial services, government, high-technology/telecom, manufacturing, and retail. Prior to Forrester, Laura held marketing leadership positions at various companies in California's Silicon Valley, including Verity, Stratify (now part of Iron Mountain), Vitria Technology, Sybase, and Tandem Computers.

Laura has spoken at industry and company events in her Forrester and non-Forrester roles. She is a well-regarded speaker and moderator at such venues as the ANA, BMA, ITSMA national user conference, and the MarketingProfs' B2B Forum. She was named to BtoB Magazine's "Who's Who" list for four years, most recently in 2010. In 2011 and 2012, BtoB named her to its list of "Top 25 Digital Marketers." Laura has served as vice president of programs for the Northern California chapter of the BMA. She is active in social media; you can follow her on Twitter at @lauraramos.

Education

Laura holds an MBA from the Leavey School of Business at Santa Clara University, where she graduated Beta Gamma Sigma, and a B.S. in mechanical engineering from Stanford University.

Laura Ramos

Vice President, Principal Analyst Serving B2B Marketing Professionals

Laura Ramos serves B2B Marketing Professionals. She is a leading expert in business-to-business marketing with hands-on senior management experience in corporate, industry, and product marketing; demand management; and social media. She helps Forrester's B2B Marketing clients plan, build, and deliver marketing programs that combine traditional and digital approaches that lead with business issues, create thought leadership, and fuel their company's topline growth. Her research addresses the skills, technology, process, and customer experience concerns that top B2B marketers need to understand and integrate into programs that address the ongoing evolution in buyer behavior, markets, channels, and competition.

Laura previously worked at Forrester from 2001 to 2010, where she pioneered its B2B Marketing practice, wrote leading research, and advised clients on integrated B2B marketing, demand generation, lead management automation, social media best practices, digital marketing strategy, and customer engagement.

Previous Work Experience

Laura has worked as a marketing practitioner and expert for more than 20 years — primarily in B2B roles at high-technology companies. Before rejoining Forrester in 2013, she was responsible for industry marketing inside the Corporate Marketing function at Xerox, where she enhanced brand visibility and reputation in key industries, beginning with healthcare and financial services. She joined Xerox in 2010 to run industry marketing for the firm's services business as part of the US field marketing organization, where she and her team drove demand in the managed print services market for education, financial services, government, high-technology/telecom, manufacturing, and retail. Prior to Forrester, Laura held marketing leadership positions at various companies in California's Silicon Valley, including Verity, Stratify (now part of Iron Mountain), Vitria Technology, Sybase, and Tandem Computers.

Laura has spoken at industry and company events in her Forrester and non-Forrester roles. She is a well-regarded speaker and moderator at such venues as the ANA, BMA, ITSMA national user conference, and the MarketingProfs' B2B Forum. She was named to BtoB Magazine's "Who's Who" list for four years, most recently in 2010. In 2011 and 2012, BtoB named her to its list of "Top 25 Digital Marketers." Laura has served as vice president of programs for the Northern California chapter of the BMA. She is active in social media; you can follow her on Twitter at @lauraramos.

Education

Laura holds an MBA from the Leavey School of Business at Santa Clara University, where she graduated Beta Gamma Sigma, and a B.S. in mechanical engineering from Stanford University.

Laura Ramos's Research

Most RecentMost Popular
  • For B2B Marketing Professionals

    REPORT: Evaluate Your Capacity For Customer-Obsessed Marketing

    Assessment: The B2B Marketing Playbook

    January 4, 2018Laura Ramos, Caroline Robertson

    B2B marketers know that the journey to become customer obsessed will fundamentally reset current routines and day-to-day operations. This report includes a self-evaluation tool that helps you identify the strengths and weaknesses that keep marketing from leading the charge toward customer obsession. After completing this self-assessment, B2B marketers can use the results to craft a strategy that moves marketing practices along the path from Customer-Naive to Customer-Obsessed.

  • For B2C Marketing Professionals

    REPORT: Evaluate Your Approach To Successful Content Marketing

    Assessment: The Content Marketing Playbook

    December 13, 2017Laura Ramos, Ryan Skinner

    To attract attention and build a following, B2C marketers must shift their content marketing from being product-focused to building relationships. This report helps marketers identify the capabilities required — and the gaps that can exist — across five dimensions. When taken together, these help marketers not only attract the right audience but also increase engagement with them across the entire customer life cycle. This is an update of a previously published report with updated examples and new terminology; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For B2B Marketing Professionals

    REPORT: A Blueprint For Successful B2B Video Marketing

    Drive Revenue And Buyers' Engagement With Effective Use Of Video

    October 20, 2017 Nick Barber, Jacob Milender, Laura Ramos

    Unlike static formats, video can pack a lot of information into a small but eye-catching package. B2B buyers are wired to process visual information and remember stories, making video an ideal medium with which to engage them. As the amount of video web traffic continues to increase rapidly, B2B marketers must use video to differentiate their message, engage Millennial buyers, and explain complex ideas more simply. This report outlines a blueprint to help B2B marketers create video content that connects with buyers and demonstrates video's value.

  • For B2B Marketing Professionals

    REPORT: Empathy: The Hallmark Of The Customer-Obsessed B2B Marketer

    Vision: The B2B Marketing Playbook

    October 5, 2017Laura Ramos

    Today's B2B marketers say they understand customers but often lack empathy for buyers' real motivations — and the trials they face during the purchase journey. Based on research that examines the specific differences between customer-obsessed marketers and their less mature peers, this report outlines four key approaches to cultivate a more empathetic mindset. It also shows why focusing marketing efforts on post-sale customer experiences is essential to developing your empathy.

  • For B2B Marketing Professionals

    REPORT: Peer Stories And Credible Data Attract And Engage B2B Buyers

    Use Short-Form Interactive Content To Capture Customers' Attention

    September 7, 2017Laura Ramos

    Business purchase decision makers want content — supported with evidence- and fact-based viewpoints — that comes from other customers and unbiased sources. They also prefer to consume content published in shorter visual formats. B2B marketers: Now is the time to balance substance and format in all content that you deliver. Read this report to learn how to tune your marketing content to buyers' interests by boosting its relevance and demonstrating empathy with your target audiences.

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